You can see that the newsletter currently has 452 engaged readers, i.e. 452 readers that have opened at least 1 of the last 10 issues. But also 38% of readers who have opened none.
The segment of unengaged readers requires constant attention. I check on subscribers and remove those that have not opened the newsletter in a long time. It takes some time, but is important and Revue is working on tools to automate it.
You can also see that the engaged readers are split into high (blue, more than two thirds of issues opened), medium (green, more than one third) and low (yellow, less than one third) engagement. The lighter bars show changes in the segments over the last month.
In my case, there are quite some readers slipping from high to medium engagement. I don’t want the highly engaged subscribers to disengage and will email them to get feedback of what’s caused them to no longer open the newsletter. It might be the corona pandemic, or summer. Or a change that Gmail supposedly did to automatically downloading (or not) of linked images. Or something that has changed in the newsletter and can be improved.
This is another opportunity for a feature that Revue is working on and that will make it easy to contact the highly engaged subscribers to ask for either feedback, or maybe offer them to buy a subscription.
Obviously Audience Insight report was not created to make just this newsletter better. We hope that many other writers and publishers also find it useful. Here’s our CEO Martijn de Kuijper
explaining why in the feature announcement
When it comes to journalism and news, engagement is gold. Our customers tell us that an engaged newsletter reader is up to 8 times more likely to convert into a paying subscriber. An engaged newsletter reader is more likely to donate or look at sponsored content. That reader is so much less likely to churn. Also: News consumers love newsletters, as the Reuters Institute confirmed once more just recently. Email is powerful like that.
Overall I am very happy with the engagement of The Week in Newsletters, especially the large group of loyal readers. And I also find the audience engagement report super helpful.
I’m very curious what you think. Do you find the audience engagement report helpful? Is there anything you would like to add to it? And how could I improve the engagement of The Week in Newsletter even more?
And I am also curious about your audience engagement. So I started a Twitter thread
and would love for everyone to share the Audience Insights of their newsletter and discuss them. Please add yours!